THE NEW YORKER to make all t e money in the world," I remember him saying one evening. "At the same time, we're raising a famil} now, which takes nloney, and I must admit I'm a little unhappy about how much better golf professionals do than we tennis professionals. When you drop into their big shops, they're sell- ing their members new golf bags, new golf balls, new clubs, new gloves, new golf shoes, new umbrellas, new golf hats, new rain clothes-you name it. On top of that, they're now in the clothing game. They've got racks and racks of slacks and skirts, endless piles of blouses and sport shirts and shûrts and sweat- e rs. They pick up anothe r bundle from ren ting their fleet of golf carts. Golf- that's the perfect game to get into. In tennis, your merchandising possibilities are so limited. There's only so much equipment and clothes a player needs. But the crux of the matter is the diffi- culty you ha ve getting more adults to play tennis. Anyhody can play golf. A nlan can be in his sixties and way out of condition, but that's no trouble-he can rent a cart. He may have the worst golf swing in the world, but he can still make contact with the ball, and some- how he hits some surprisingly good shot<;. The same is true of women golf- ers. Tennis is entirely different. To play it well enough to derive some pleasure and satisfaction, you must be in good enough physical shape to do quite a lot of running. Then, in order to hit the ball and keep it in play, you have to have some athletic ability. Most boys and gIrls who are exposed to tennis learn to playa creditable game. That's why our tennis camps have done wen, and most people who learned tennis when they were young will go on to play it all their lives. But adults who have no previous tennis background often find the game too hard to learn when they're middle-aged and slow- ing down. That's the problem." If I remember correctly, dunng this pe- riod, apart from local members who were drawn to the ranch because of its charm and good food, and who played a lot of their tennis there, the pros- perity of the project depended to a large degree on special package deals, such as five-day slim-down-and-shape- up clinics:-tennis, saunas, massage, re- laxation, and rest-aimed at youngish matrons from the San Francisco area. One can understand why Gardiner oc- casionally envied the golf entrepreneurs. Gardiner made his next big move in 1967, just before the tennis boom erupted It was a definite gamble. With some friends of his, he bought fifty- three acres on Camelback Mountain, :;,. .. .I :. , , > \ I , Lj CHAS. A. 141 <f' ,'" ' <' , ;,' - , ""-" ..' w<-'--:. , .., Open-hearted duo on a serpentine lariat to tie around your neck, your waist, :; your wrist. . .be creative. :' " · ming 14KT gold by Anchor ,: Casting, 150.00. Chandelier Jewelry at State Street only. Add 1.25 for postage and handling. EVENS CHAS A STEVENS & COMPANY 25 NORTH STATE STREET CHICAGO ILLINOIS 60602 ; ::;... / . " \ Gifty and thrifty: Higbee's special delivery truck bank Here's a super gift Idea for aU in the family. Our butternut wood bank has movable wheels and permanently woodburned designs. 12.00 ,;;;/ '} -.. , ... # // / '\ .ø,. .;Þ / /" po %.. -I'f 4;- / "".", , .......... t ,;' faf. ":s .' " " "4 'l ;,"" / / , Þ'J. .. .. ... doës it like .t.J. .. · ... - Public Square Cleveland t OhIO 4411 3 / /.{ // ..::, / / tn Ohio add 5 %% sales tax Delivery charges beyond free delivery area: 75 wIthIn OhIO, 1,.25 outSide OhiO